Nobody wants to join your email list

December 1, 2020 by
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You write an email newsletter and you want more subscribers. More subscribers leads to more clients, more repeat business, more referrals, and other benefits you don’t get if you don’t have a way to stay in touch with people.

When I started my newsletter 20 years ago, I said something like, “If you like the information on this site [my blog], subscribe to my newsletter to get more tips, ideas, and resources. . .”

And I got a lot of subscribers.

Today, that wouldn’t be good enough.

Everyone is overwhelmed with email and nobody wants to join your list. They have enough to read, they don’t care about you staying in touch, they don’t want to hear you pitch your services.

So, if you want more subscribers, don’t make it about your list or newsletter.

Offer them an incentive.

Something of value. Something that allows them to obtain a benefit or avoid a loss:

  • Information that helps them solve a specific problem.
  • A form or checklist that makes something easier, better or faster.
  • A video that explains how to do something they want to do.

It doesn’t have to be fancy. You don’t have to give away the store. A report or short ebook is fine.

Tell them what to do to get it, ie., fill out the form, and how they will benefit once they do.

Subscribers are precious. You have to earn their subscription.

If you’re building a law practice, it’s one of the smartest things you can do.

My email marketing course shows you what to do and how to do it

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Filed Under: Email, List building, Marketing legal services, Newsletters

Put this in your “new client” kit

November 30, 2020 by
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You sign up a new client and mail them a welcome letter, a supply of your business cards and brochures, and information you want them to know about their case, your firm, and about other matters you handle.

You should also enclose information about referrals: a description of your ideal client, what the client should tell people about you, and how to go about making the referral.

You want to make it as easy as possible for the client to refer others to you, and suggest that this is something clients customarily do.

To make referrals more likely, add an additional document to your new client kit: a sample email the clients can copy and paste and send to people they know.

The email should explain who you are, what you do, and how you can help the recipient with specific legal issues.

It should spell out your address, phone, email, social channels, a link to the contact form on your website and a link to a page where the prospective client can learn more about you and how you can help them.

It should also provide space for the referring client to say something about how they met you, why they hired you, and why they recommend you.

The email should come with “instructions”–who to send it to (your ideal client) and when to send it (when their friend or contact says or does something that suggests they might need your help).

Thank the new client for telling people about you and remind them that their friends will appreciate them for making it easier to get legal help when they need it.

For more ways to get more referrals, get my Maximum Referrals course.

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Filed Under: Referrals

Thank you (and a challenge)

November 25, 2020 by
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Thank you for being a loyal reader of my blog and newsletter and for everything else you do.

Thank for your comments and questions. They help make me better at what I do.

Thank you for your reviews and testimonials. They show other lawyers that “this stuff really works” and encourage them to take a chance on me.

Thank you for sharing my content with colleagues. It helps me build my list and my business.

Thank you for buying my books and courses and hiring me to coach or consult you. Your support helps me continue to do what I do.

So, thank you. I appreciate you and want you to know that.

As we celebrate Thanksgiving, I’m sure you’re telling your clients and others that you appreciate them. Most people don’t say thank you, and when you do, don’t for a minute think it goes unnoticed.

Which leads to my challenge:

Send a “thank you” email to someone every day.

Send a thank you to a new client. You probably already did that; do it again.

Send a thank you to a fellow professional for sending you an article or for sharing your article with their clients.

Send a thank you to a prospective client for considering you as their attorney.

Send a thank you to someone who referred someone to you, even if they didn’t hire you.

Send an email to opposing counsel, thanking them for making your job a little less miserable.

Send a thank you to a personal friend, for being your friend.

Put “thank you” on your daily calendar, to remind yourself to thank someone for something. Train yourself to look for reasons to tell someone you appreciate them.

What will happen when you do?

You’ll make someone feel good about what they’ve done, and about themselves, making it more likely they’ll do it again.

You’ll feel good about yourself for remembering to shine a light on someone’s good deed or ongoing support.

You’ll stand out in a world where most people don’t say thank you, or don’t say it enough.

Imagine waking up, opening your email and waiting inside was a message from someone telling you how much they appreciate you. Imagine what you’ll think about that person.

Make a daily “thank you” email your new habit. You may be surprised by how much it improves your career and your relationships.

Happy Thanksgiving!

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Filed Under: Client loyalty, Client relations, Law office management, Marketing legal services

When you don’t feel up to it, don’t do it

November 24, 2020 by
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Finally, a bit of common sense about planning our day.

In the article, “11 Time Management Myths That Are Hurting Your Productivity,” Gabriella Goddard with Brainsparker Leadership Academy, offered this advice:

“When you just focus on managing time, you don’t take into account your natural bio-rhythms and energy levels. Trying to take on a tough task when your energy is at rock bottom is a recipe for procrastination. So, if your energy is high in the morning, then focus on the more difficult projects or actions. If, by Friday, you tend to feel flat, then schedule less important meetings and administration.”

Don’t be rigid about your schedule. Listen to what your body and brain tell you. And don’t follow a productivity author’s advice if it isn’t right for you.

If you’re not a morning person, for example, don’t Eat That Frog first. Don’t tackle your most difficult or important tasks first.

Wake up first.

Start your work day with administrative or other less demanding tasks. Do your most important or most difficult tasks later.

It’s good to get your most important work done as early as possible in the day. Just don’t try it before your third cup of coffee.

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Filed Under: Productivity

Client relations starts before the client hires you

November 23, 2020 by
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Everyone touts the importance of excellent client relations, aka “customer service”. And rightly so. 

Making our clients feel appreciated, minding our manners, giving clients more value than they expect, being fair and honest in our fees and billing, keeping clients informed–this is how we build trust, get good reviews, and generate repeat business and referrals. 

We build our reputation and a loyal client following by the way we treat our clients, at least as much as by the outcomes we deliver. And we generally do a good job of it.

But we can do better. 

Because it’s not just how you treat a client after they come to see you, it’s the entirety of the client experience, which begins before you ever speak with them. 

When someone refers a prospective client to you, what do they tell them about you? 

When a prospective client watches your video, reads your article or blog post, or hears you speak, what does your content and delivery tell them about your abilities and experience?

When they visit your website, what do they learn about your services, your experience, and what it will be like to have you as their attorney?

When someone subscribes to your list, what do you send them, tell them, and offer them, and what does that say to them about you?

And when someone contacts you, to ask a question or schedule an appointment, what are they asked, what are they told, and how do you make them feel?

Because your success depends on how you make people feel–about their case or issue and about you.

A successful legal career isn’t a series of transactions so much as a journey, and how many people you can bring with you. 

And that journey begins well before the client’s first appointment, and continues long after their last one.

The Quantum Leap Marketing System for Lawyers

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Filed Under: Client loyalty, Client relations, Communication, Law office management

My desk was clean and now it’s cleaner

November 20, 2020 by
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I like a clean desk (and computer desktop). I find it easier to focus when the only thing in front of me is whatever I’m working on. I also like the aesthetic of a clean workspace. The lack of clutter has a calming affect on me and I work better that way.

Up until recently, the only things on my desk were the monitor (attached to an arm so it can be moved out of the way), 2 small speakers, a microphone (attached to an arm clamped to the side of the desk), my keyboard and mouse, and a large pad under the keyboard and mouse. I have a pair of headphones hanging from from the side of the desk.

A few days ago, I was looking at the green power light on one of the speakers when I realized that I rarely use those puppies. I almost always use headphones, for a more immerse experience. Well, as quickly as you can say, “Objection, your honor,” I unplugged the speakers and removed them.

Better.

Everyone has their own thang. That’s (one of) mine.

What’s my point? I have two, actually.

The first point is to suggest you unclutter your desktop if it isn’t already. Try going Spartan for a week or so and see how it feels.

You may prefer a modicum of clutter (or a mountain, thereof) and that’s okay, too. But at least give “lean and clean” a try.

But that’s not my main point.

My main point is to prove to you that when it’s time to write your newsletter or blog and you don’t know what to write about, don’t worry–you can write about anything.

Like I just did.

What to write about in your newsletter or blog

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Filed Under: Blogging, Email, Productivity

Send this email to all of your clients

November 19, 2020 by
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Your clients (and prospects) have other legal needs besides the ones you handle. They need a divorce and you only handle bankruptcy. The want to start a business and you only do estate planning.

Some of your clients know they can ask you for a referral, and some will, but many don’t know and won’t ask.

Tell your clients (train them) to come to you for ALL of their legal needs.

Why?

So you can introduce them to good attorneys, sparing them the time and effort of searching and the risk of making a bad choice.

And so you can help attorneys you know by sending them referrals, setting the stage for them to reciprocate.

Send your list an email reminding them that you only handle [your practice area(s)], you know they may have other legal needs or questions and you want to help them.

Tell them you know a lot of attorneys with experience in other practice areas.

Tell them to call you, in confidence, about their legal matter or question, so you can refer them to a good attorney.

Put this email into your autoresponder or calendar to send a few times per year.

What if you don’t know an attorney who handles what your client needs? That’s your cue to find someone and thus expand your referral network.

You can do the same thing with other professionals. Businesses, too.

My course, Lawyer-to-Lawyer Referrals, shows you everything you need to know.

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Filed Under: Referrals

I’m ready for my closeup, Mr. Demille

November 18, 2020 by
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“Zoom Gloom” is causing a dramatic rise in plastic surgery. People are getting face lifts, Botox treatments, and other procedures, because they don’t like the way they look on camera.

“Noses and wrinkles seem to be the most common complaints generated by this phenomenon, which the experts have dubbed ‘Zoom Dysmorphia'”

Hey, I’m not crazy about seeing myself on camera, but aren’t there other things we can do besides surgery?

Many articles and videos show how to position our camera and adjust our lighting for a more flattering look. The right lighting can hide wrinkles and blemishes and even out skin tones.

A better camera might help.

More ideas:

  • Makeup that suits your skin tones, especially under harsh light
  • A different hair cut, style, or color
  • A tan
  • Teeth whitening
  • Losing weight (or gaining it) as appropriate
  • Different eye glass frames
  • Different clothing (style, color)
  • Drinking more water (just not before you go live!)

For many of us, just getting more sleep can make a big difference.

We all want to look our best. These are some thoughts about how to do that without going under the knife or needle.

By the way, if you haven’t seen Gloria Swanson in Sunset Boulevard, here’s the infamous scene. If you’d like a good laugh, check out one of Carol Burnett’s Nora Desmond parodies.

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Filed Under: Image Tagged With:

What will you do with the time you save?

November 17, 2020 by
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Seth Godin asks, “What will do with the time you save?”

It’s a good question.

We read books and articles about productivity, buy courses, download apps, adopt new strategies, and tweak what we’re already doing, in an endless quest to get more done in less time.

But why?

Why do you want to save time? What will you do with it?

Would you go home (shut down) earlier? Start a side business? Write a book?

Would you read more? Exercise more? Sleep more?

Would you work on improving your skills? Spend more time with your family? Indulge in more “me time”?

Or, would you simply do more billable work?

The answer, of course, depends on what’s important to you–what you want to accomplish and the lifestyle you want to create or maintain.

But you could be wrong about what you want, or change your mind.

You might start doing more billable work and find that you only have so much energy each day and the quality of your work starts to suffer.

Or, you might use the time you save by working a shorter day, only to find that you’re bored.

You could try to figure out what you would do in advance, so you have a goal to work towards, or you could save the time first and then decide what to do with it.

It’s nice to have options. And to know there’s a purpose behind all the time you spend figuring out how to save time.

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Filed Under: Productivity

3 Ridiculously Simple Ways to Get More Referrals

November 16, 2020 by
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There are many ways to get more referrals. Here are 3 simple, “set-it-and-forget it” ways to do it.

1) Let your correspondence do the talking for you

Every email, cover letter, or invoice you send to your clients is an opportunity to remind them to send business. Add a prompt to the bottom of the document or to your email signature to do that.

Some examples:

  • “We appreciate your referrals”
  • “If you know someone with a legal issue or question, please have them call our office at xxx-xxx-xxxx and ask for me.”
  • “We offer free consultations. No obligation, no pressure. If you know someone who might need to talk to an attorney, please have them call me at xxx-xxx-xxxx”.
  • “If you know someone who might have a legal issue, please forward my contact information to them.”
  • “When you refer a friend or business contact to us, please tell them to mention your name, so we know who to thank”

2) Let your website do the talking for you

Add prompts like the ones above to the footer of each page of your website, at the bottom of each blog post, on subscription “thank you” pages, and on your website’s contact form. The contact form could also prompt the visitor to supply additional information about the referral or to request that you send them a brochure, report, checklist or other information.

3) Let your marketing materials work harder for you

Your marketing materials have a dual purpose. To get the recipient to understand what you do and how you can help them, and to prompt them to provide referrals. So, make sure you add a referral prompt to each document, handout, or download.

Include your contact information and a simple “Referred by________________” so your clients and prospects will be reminded to hand these out or forward them to people who might need your help.

Adding referral prompt to your website, emails, invoices, and other documents, provides a cumulative benefit. Each time a client or prospect sees one of these prompts, they are reminded that referrals are commonly provided to your office, making it more likely that they will eventually make them.

For more ways to get referrals from your clients, get Maximum Referrals

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Filed Under: Referrals
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